Copywriting II

Copywriting II week 2

A few reminders:

• Shirin Khosravaneh celiberal@georgebrown.ca

• Notes on Slideshare slideshare.net/thenewsgenerator

• Final marks available 1 week after the end of class

Course outline and objectives

Marketing Plan Advertising Web Marketing Sales Presentations

You are here

Specifics of advertising

The Anatomy of an Ad• Copywriting Guidelines• Elements of an Ad• Killer Headlines• Taglines & Slogans

Writing the Ad• Features vs. Benefits• Writing Body Copy• Utilizing Emotional Triggers• The Call to Action

Interactive advertising

Getting your attention

4 Ps Marketing Mix

• Product

• Price

• Place

• Promotion

The writing process

Applying the marketing plan to our work

The Promotional Mix

• Advertising

• Personal Selling

• Public Relations

• Sales Promotion

• Direct Marketing

The Promotional Mix

• Personal Selling

• Mass Selling

• Sales Promotion

Personal Selling

Mass Selling

• Advertising vs. Public Relations / Publicity

Sales Promotion

• Loyal customers

• Competitor’s customers

• Brand switchers

• Price buyers

Loyal Customer

• Loyalty programs

• Bonus packs

Competitor’s Customers

• Sampling

• Sweepstakes or contests

Brand Switchers

• Promotional pricing

• Trade deals

Price Buyers

• Coupons

• Price-driven promotion

B2C Sales Promotion Tools

• Coupons / rebates

• Loyalty marketing

• Contests

• Sampling

• POP

B2B Sales Promotion Tools

• Training (webinars)

• Push money

• In-store demonstrations

• Trade shows / conventions

• Free merchandise

Promotional vocabulary• Should we lead with price?

– Free– Fast– Longevity = credibility– Looks, feels, sounds better– Compact– Lasts longer– Easier– Safer– Guaranteed

Objects, signs and interpretants

The Marketing Plan

1. Market research

2. Target market

3. Product

4. Competition

5. Mission statement

6. Market strategies

7. Pricing, positioning and branding

8. Budget

9. Marketing goals

10. Monitor your results

Creative brief

• What are we selling?

• Who are we selling to? Target audience

• Who are we up against?

• What are the project goals?

• What problem are we solving?

• What do you want people to do?

Product

• Describe your product.

• How does your product relate to the market

• What does your market need

• What do they currently use

• What do they need above and beyond current use?

Know your competition and USP

• Competition

• USP (what we have that the competition does not)

Promotional Strategy Objective

• Fulfillment

• Target Market’s desire

• Brand Awareness

The Seven-Stage Marketing Strategy

StrengthsStrengths WeaknessesWeaknesses

OpportunitiesOpportunities ThreatsThreats

The Seven-Stage Marketing StrategyDefine the product or service and describe its attributes

The factFeature: The coffee cup has a no-spill lid

The promise:Benefit: You will never stain your clothes ever again

The value:Enjoy a cup of coffee without worrying

Demolish objections

• I can’t afford it

• I don’t have time

• It won’t work for me

• I don’t believe you

• I don’t need it

What traditional ads look like

• Illustration  65 %  

• Headline  10 %  

• Copy  20 %  

• Logo 5%

• Headline

• Benefit or problem – solution

• Hook or unique storyline

• Tell a story

• Identify audience pain points

• Emotional cues (tug on the heartstrings)

• Prove it!

Important copy tips

1. Demonstrate knowledge

2. Use short sentences

3. Do not overwhelm

4. Run from pompous words

5. Educate

6. Use a great headline

7. Strike a nerve

Important copy tips

8. Know your audience

9. Focus on benefits

10.Make an impact

11.Be client-centred

12.Bring out your personality

Important copy tips

15.Proofread

16.Test your copy

17.Edit and then edit some more